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1、名词解释1. Personal sellingPersonal communication with an audience through paid personnel of an organization or its gents in such a way that the audience perceives the communicators organization as being the source of the message. 2. SpecializationA concept in which certain individuals in an organizatio
2、n concentrate on performing some of the required activities to the exclusion of other tasks3. Absorption training A method of sales training that involves furnishing trainees or sales-people with materials that they peruse without opportunity for immediate feedback and questioning. 4. Achieving cong
3、ruenceThe process of matching the capabilities of a sales recruit with the needs of the organization5. Achieving realismThe process of giving a sales recruit an accurate portrayal of the sales job. 6. Buying center The many individuals from a firm who participate in the purchasing process7. Commissi
4、on baseCommission pay based on sales volume or some measure of profitability 8. Competitive knowledgeKnowledge of a competitive products strengths and weaknesses in the market9. Continued affirmationAn example of stimulus response selling in which a series of questions or statements furnished by the
5、 salesperson is designed to condition the prospective buyer to answering “yes” time after time, until, it is hoped, he or she will be inclined to say “yes” to the entire sales proposition. 10. Customer knowledgeInformation relating to customers needs, buying motives, buying procedures, and personali
6、ties11. Customer relationship managementA business strategy to select and manage the most valuable customer relationships. It requires a customer-centric business philosophy and culture to support effective marketing, sales, and service processes. 12. Employee referral programsInter-organizational p
7、rograms in which existing employees are used as sources for recruiting new salespeople because they have a good understanding of the type of person sought for a sales position. 13. Integrated marketing communicationThe strategic integration of multiple marketing communication tools in the most effec
8、tive and efficient manner14. Job description A written summary of the job 15. Marketing mix A marketing offer designed to appeal to a defined target market16. Marketing strategyAn organizational strategy level that includes the selection of target market segments and the development of a marketing m
9、ix to serve each target market. 17. Mental states selling An approach to personal selling that assumes that the buying process for most buyers is essentially identical and that buyers can be led through certain mental states, or steps, in the buying process; also called the formula approach18. Motiv
10、ation A measurement of an individuals intensity, persistence, and direction. 19. Sales-force socializationThe process by which salespeople acquire the knowledge, skills, and values essential to perform their jobs. 20. Sales-force auditA systematic, diagnostic, prescriptive tool that can be employed
11、on a periodic basis to identify and address sales department problems and to prevent or reduce the impact or future problems21. Sales-force deploymentImportant sales management decisions involved in allocating selling effort, determining sales-force size, and designing territories22. Span of control
12、 The number of individuals who report to each sales manager23. Strategic business unitA single product or brand, a line of products, or a mix of related products that meets a common market need or a group of related needs, and the units management is responsible for all (or most) of the basic busine
13、ss functions. 24. TerritoryA designated area that consists of whatever specific accounts are assigned to a specific salesperson. 1. 简答题：1) Why is personal selling typically emphasized in business markets and advertising emphasized in consumer market? Personal selling is normally emphasized in busine
14、ss markets where there are relatively few buyers, usually in concentrated locations, who make important purchase of complex products and require a great deal of information and service. Advertising is used to generate company and brand awareness and to identify potential customers, so advertising em
15、phasized in consumer market.2) When the sales manager is evaluating sales training alternative, what four areas should he or she consider? 41 selection of trainers, whether from outside the company (external) or inside the company (internal). 2 potential location for training. 3 method to use for va
16、rious topics. Classroom/conference training, on-the-job training, behavioral simulations, and absorption training. 4 use various sales training media, such as printed material, audio-and videotape and CDs, and computer-assisted instruction.3) Discuss how the type of buying situation affects the buying center, buying process and buying needs. A:New task buying situation: The organization is purchasing a procduct for the first time, poses the most problems for buyer. It will use
